Skip to comments.How Steve Jobs Blew Up the Rules of Branding
Posted on 03/25/2014 8:23:11 AM PDT by Star Traveler
Apple blew up the rules of branding because Jobs simply didn't recognize them. He didn't follow the approved checklist, and he never did what he was supposed to do. He knew that someone else's success wouldn't be his own, not because of his ego, but because it's a fact that imitating others has never resulted in great successes. He left it to Apple's competitors to produce lame, unsold computers with colorful lids, knockoff ads that inadvertently made Apple look better and a world of smartphones and tablets that look like iPhones and iPads.
In doing so, Apple focused on doing one thing right: It was a business with a vision, a sometimes monomaniacal approach to operations, and a product and service offering that was consistent with its purpose.
Jobs' insight was that you can never connect emotionally or meaningfully with customers by conceiving great marketing. No segmenting, strategy, technology or psychological insight will deliver a great brand. You must deliver a great business. The brand will be the words and emotions people use to narrate it. Jobs focused on the cart, yet even today, most marketers confuse it for the horse.
(Excerpt) Read more at entrepreneur.com ...
Something for the readership!
Trademarks be damned.
I don’t believe that’s an issue ... as everyone seems to be getting along fine in that area ... :-) ...
In 1978, Apple Corps, the Beatles-founded holding company and owner of their record label, Apple Records, filed a lawsuit against Apple Computer for trademark infringement. The suit was settled in 1981 with an undisclosed amount being paid to Apple Corps. This amount had been estimated to be US$50250 million, but was later revealed to be $80,000. As a condition of the settlement, Apple Computer agreed not to enter the music business, and Apple Corps agreed not to enter the computer business.
In September 2003, Apple Corps sued Apple Computer again, this time for breach of contract, in using the Apple logo in the creation and operation of Apple Computer’s iTunes Music Store, which Apple Corps contended was a violation of the previous agreement...
On 5 February 2007, Apple Inc. and Apple Corps announced a settlement of their trademark dispute under which Apple Inc. will own all of the trademarks related to “Apple” and will license certain of those trademarks back to Apple Corps for their continued use. The settlement ends the ongoing trademark lawsuit between the companies, with each party bearing its own legal costs, and Apple Inc. will continue using its name and logos on iTunes. The settlement includes terms that are confidential, although newspaper accounts at the time stated that Apple Computer was buying out Apple Corps’ trademark rights for a total of $500 million....
—— Blew up the rules by ignoring agreements
More insight on Apple’s marketing/branding success.
Simon Sinek - The Golden Circle - TedTalks 2009
“People don’t buy what you do, they buy why you do it”
Let the companies battle it out - that’s what they do. What works for me are the Apple products I have in hand.
Other people can “grouse” about it all they want ... LOL ...
“ Blew up the rules by ignoring agreements”
Here is a hint: between 1978(!) and 2003, things had changed.
Apple Corps (by that time mostly irrelevant) got a payoff, and went away. iTunes now sells a ton of Beatles music. End of story. :-)
You bet! I’ve got a ton of Beatle music from iTunes. I guess Apple (both of them) is (or are) “raking in the dough now. Good for them.
“Jobs’ insight was that you can never connect emotionally or meaningfully with customers by conceiving great marketing. No segmenting, strategy, technology or psychological insight will deliver a great brand. You must deliver a great business. The brand will be the words and emotions people use to narrate it. Jobs focused on the cart, yet even today, most marketers confuse it for the horse.”
Try telling that to Obama. He’s out there with a slick marketing campaign directed as the so-called “Millenials” — and buy & large they ain’t buying it.
The topic is branding. That was where the violation was. Thanks for mac culting...
Thanks for your Apple-hating too ... LOL ...
No no no.
Steve Jobs loved trademarks.
He staked the future of iPple on holding a trademark for white rectangles with rounded corners.
I have a ipad and my phone is android. Competition creates innovation.
I heard someone say recently that Jobs basically didn’t care what people wanted to buy. He decided what they wanted to buy and then created it.
Apple Corp got into movies, clothing, and all sorts of branded products.
When the computer firm started up, they were met with a challenge. The negotiated settlement had Apple Computer agreeing to stay out of music (MIDIs and more).
Now the distribution channel IS “itunes”. Plenty of unsigned bands have a distribution deal through Apple’s music site.
I’ve got a couple of close relatives who have Android phones, so I can do some close comparisons. I just have to say - after my comparisons - I just can’t ever envision myself with an Android phone.
I’m afraid I would probably feel depressed, have to go on Prozac, feel like I had descended into the category of trailer park trash and would be seeking to end my life ... LOL ...
I see he had excellent tastes ... :-) ...
“Ive got a couple of close relatives who have Android phones, so I can do some close comparisons. I just have to say - after my comparisons - I just cant ever envision myself with an Android phone.”
My android phone is over two years old. My wife has the latest iPhone. I still prefer my old android over the iPhone 5.
Well ... kudos to your wife ... :-) ...
Being ... “objective” and what I see and have experienced you can beat Apple’s ecosystem for its interaction and tie in with everything else and really fulfilling the sires’ needs.
I can run movies from my computer to the iPad or iPhone. I can play the music from my cloud, or the computer or on the TV and through the iPad - or from the iPad (or iPhone) to the TV and stereo system.
I can interact on one device and have it automatically show up on another device, keeping all devices integrated and up-to-date. I can mark a web page on one device - and then find that same web page open and waiting for me on another device.
I can go on and on ... but the fact of the matter is that it’s a pure joy for the users to “use” and operate. I can’t even begin to over-emphasize this enough, even if I tried. It simply “works” for the users with minimal effort.
NOW .. I’ve heard of other people using different devices going through “contortions” to get some of this same kind of stuff to work on their devices - but it’s DEFINITELY not for the “faint of heart” ... :-) ...
You’ll find that the vast majority of users appreciate this integration, ease of use and not having to be a nerd in order to get all this working “together” smoothly.
Apple absolutely EXCELS in this!
A company worth a trillion dollars did something right I would say.
Quite right ...
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